Tosu – Career coaching that empowers you to reach your full potential

The Challenge
Tosu Career Consulting entered a crowded market dominated by established players, each with polished but uninspired brands. The industry’s landscape was filled with formal, impersonal messaging — creating an opportunity for a brand that felt more human, approachable, and emotionally resonant. Tosu needed to stand apart, not by mirroring competitors but by forging a path that felt inviting and empowering for individuals ready to transform their careers.

The Solution
Tosu’s journey began with a clear vision from its founder — to empower individuals to take meaningful steps toward fulfilling careers. With over two decades of experience in talent acquisition, she had witnessed firsthand the challenges professionals face in navigating career transitions. Her passion wasn’t just to offer career coaching but to create a platform for growth, confidence, and self-discovery.

This passion informed every aspect of the brand. We saw an opportunity to create a brand that felt vibrant, warm, and deeply personal. It began with the name Tosú an Irish word meaning “to begin anew,” reflecting the brand's core mission to empower clients to embark on transformative journeys.

To bring this identity to life, we developed:

• A Custom Wordmark– Featuring a swirling line that mirrors the unpredictable twists of career paths, the logo reflects Tosu’s belief that while progress isn’t always linear, it’s always possible.
• Tailored Illustrations – A suite of bespoke illustrations highlighting individuals at various career stages, reinforcing that no two journeys look alike.
• A Distinctive Voice and Tone – We rewrote the rulebook on career consulting language, shifting from cold formality to a voice that feels like a trusted guide. The tagline, Start with Tosu, go anywhere, became a simple yet powerful reflection of the brand’s ethos.

By emphasizing human connection and creativity, we established Tosu as a refreshing alternative to traditional corporate career counselling. Today, Tosu is more than just a consulting firm; it is a partner that inspires individuals to approach their careers with optimism, clarity, and excitement.